“People aren’t hearing all the music.”-Dr.Dre

Duo Li

Product

• High-end headphones • seamless "U" shaped• Six different selection • $199.95 to $399.95 price

range• Variety of colors

Market Review

• 40% all US Headphones Sales

• 64% Market Share• $ 519 Million Revenue

(2012)• Fashion accessory • Symbol of Pop culture• Celebrity Choice

Target AudiencePrimary target audience• 18-34 year old urban male • Like music, art and sports• Focus on hot event and news• Stylish to differentiate

themselves

Secondary target audience • Audiophiles• Sound engineers• musicians • focused more on music quality

Big Idea

• Follow up “It’s time to show your color

• Advertising consistency• Show talent • Build own Beats

Headphone• Express free-spirited• “It’s time to BE ArTistS”

Media Objective

• Increase sales • Increase popularity• Increase competitive

advantage• Expand brand awareness• Enhance brand loyalty• Deliver brand fame• Positive impact on design• New life style

Media Strategy

Primary channel• Social media platforms• Google Ads• Digital media trend• Build Beats social media

community• Suitable for target

audience• Less money & more

effects

Support Medium

• TV Commercial• Radio(6am-10am & 4pm-

8pm)• Print ads(magazine)• Product placement• Special event• Sponsorship

Budget

• Social Media: 45%• TV commercial, Print

ads& product placement: 20%

• Google Ads: 20% • Radio: 10%• Special event: 5%